M·E·L Research Partners with Help for Heroes to Develop Supporter Segmentation
M·E·L Research Ltd is proud to announce its collaboration with Help for Heroes on an innovative and wide-ranging research project to develop a new audience segmentation strategy.
Help for Heroes, deeply committed to its mission, recognises the need for a comprehensive understanding of its supporters and potential supporters. While the charity possesses some valuable research data, this research will look beyond existing supporters and provide an attitudinal-behavioural approach to thinking about audiences.
The result of the collaboration with M·E·L Research will be to create a nuanced and future-proof audience segmentation system and long-term strategy that will guide Help for Heroes in tailoring their marketing, communication, and fundraising efforts effectively.
Kate Slater, Head of Data, Insight and Research said:
“This is a really exciting project for Help for Heroes as we focus our strategy on securing meaningful and engaging relationships with our supporters. As we embark on being a more insight-led charity, M·E·L Research provided an approach to support us with bringing our whole team along on the journey, to really understand who our supporters are and what they want from their relationship with us.“
Kate Slater, Head of Data, Insight and Research, Help for Heroes
Key Objectives of the Research Project:
Demographic Profiling: Gain insights into the demographic profile of individuals open to supporting military charities, specifically Help for Heroes.
Attitudes and Motivations: Understand the attitudes and motivations of potential supporters towards charities, the Armed Forces Community, Military Charities, and Help for Heroes, including any barriers to support.
Supporting Charities: Explore the reasons behind supporting charities in general and Help for Heroes specifically, distinguishing between the cause and fundraising activities.
Fundraising Activities: Investigate past fundraising activities and the openness to future activities, identifying reasons for involvement and factors that deter participation.
Supporter Journey: Identify key segments for growth and determine the most effective approaches to engage with them to maximize income. This includes understanding the typical supporter journey and what encourages re-engagement.
Alignment with Existing Database: Ensure that the new segmentation aligns with Help for Heroes’ existing supporter database, providing essential information for further enhancement.
The research process includes a review of existing data and internal knowledge and hypotheses, online community engagement, large-scale market survey, segmentation analysis, profiling and persona depths, and comprehensive reporting. The final outputs will make extensive use of video and audio to ensure that supporter and audiences are really brought to life.
Alignment With Our Values
Speaking about the project, Elliot Simmonds, who is leading the study for M·E·L Research said:
“Help for Heroes is aligned to the work we as an agency do in a number of different ways through the prism of veterans and their families. Physical and mental health, as well as financial, social and welfare needs are key considerations across our entire client base. To be able to support and work with an organisation which is delivering on all of those, every day, for those for whom the battle hasn’t stopped on returning home from conflict is a privilege and a responsibility. We’re looking forward to engaging the wider Help for Heroes team across the project and delivering outputs which are genuinely useful and useable as we move through the research programme.”
About Help for Heroes: Help for Heroes is a UK charity that provides support to veterans and their families. The charity’s mission is to empower wounded, injured, and sick veterans to reach their potential and lead fulfilling lives. Help for Heroes offers a range of services and support to those who have served their country.
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